I think that the market they're aiming to capture is the people who want to get stuff "internet enabled", but don't have the technical expertise to do so with the existing more DIY-intensive options like RPi or Arduino, so them leaning more towards a market-y design-y webpage sort of makes sense
There is something missing then. Does this $19 device do anything useful on it's own? Or do you have to buy one of the up sells e.g. the sprinkler system for $199 to get it do do anything useful?